snowball sampling

snowball sampling
In marketing research, a sampling technique in which the selection of additional respondents is based on referrals from the initial respondents. Thus, the interviewer might ask the respondents if they know someone else who owned brand X. Clearly, the danger is that interviews are conducted with similar persons.

Big dictionary of business and management. 2014.

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  • ВОСХОДЯЩАЯ ВЫБОРКА — (snowball sampling) метод отбора выборочной совокупности, начиная с малой группы респондентов и опроса их для дальнейших контактов. Она не является случайной выборкой, и на ее основе не могут делаться выводы о характеристиках родственной… …   Большой толковый социологический словарь

  • Quantitative marketing research — is the application of quantitative research techniques to the field of marketing. It has roots in both the positivist view of the world, and the modern marketing viewpoint that marketing is an interactive process in which both the buyer and… …   Wikipedia

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